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BREAKING NEWS & VIEWS
Gaming Strength in Numbers: GamePro Partners With The Escapist in Ad Deal  inventory tonnage matters. To that end, IDG gaming information brand GamePro is partnering with online game content site The Escapist to combine their inventory. The GamePro print monthly and combined online audiences of the two entities will create a combined reach to 13.5 million mainly male 18-to-34-year olds. Both properties bring relatively equal tonnage to the partnership. The Escapist is owned by Themis Media, which has a reach across its sites of 5.7 million monthly uniques, and GamePro.com and its affiliates touch 6.2 million. While GamePro and The Escapist both cover the video gaming terrain, the two properties have only 4% duplication of audience. GamePro is a more traditional book and site aimed at reviews, game previews and video game industry interviews, The Escapist takes a broader “gaming lifestyle” tack that includes Web video shows and some general entertainment coverage. The site has published in a magazine-like weekly format since 2005 and includes a premium $20 annual subscription tiers that accesses enhanced content. In the deal, the two sites will bring both diverse inventory options and special marketing services to media buyers. IDG’s GamePro is backed by the parent company’s experience with custom ad programs. The Escapist has been launching a series of Web video shows like "Zero Punctuation" and "Unskippable," and the company is experienced in viral marketing methods. The companies expect to offer a range of marketing services like social media, video skins, product integration and video ads. A joint rate card is forthcoming. Combining and cross-selling online inventories makes economic sense in a digital medium that demands raw scale for content brands to appear on media buyers' radar. Both GamePro and The Escapist are competing in a field that includes CBS's GameSpot and News Corp.'s IGN Network. But having two different companies collaborate on the same pool of inventory can be operationally challenging. According to Marci Yamaguchi Hughes, president, GamePro Media, "Our combined sales effort will allow us to have much greater focus on non-endemic accounts or brands outside of game developers and console makers. GamePro, with the larger sales team, will primarily handle the West Coast and Midwest while the Escapist will primarily handle the East Coast. The territories were determined by the geographic location of each company with GamePro based in San Francisco, CA and The Escapist based in Durham, NC." If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com COMMENTS
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